Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions, Second Edition

Chapter 5

E-Event Marketing

“The Internet is becoming the town square for the global village of tomorrow.”

Bill Gates, computer mogul and philanthropist (Born 1955)

When you have completed this chapter, you will be able to

• Effectively and efficiently utilize e-marketing for events and contextualize e-marketing within the event marketing mix,
• Analyze and improve e-event marketing targeting to maximize e-marketing for events,
• Examine and effectively utilize the development of word-of-mouth (advocacy) communication within the context of social networking,
• Develop an effective, integrated, comprehensive, strategic e-marketing strategy, and
• Identify and effectively utilize the myriad of modern promotional tools required for an effective e-marketing campaign.

Why Focus on E-Marketing?

Electronic marketing is an integrated and mainstream aspect of any event marketing communications activity, and as such while deserving particular attention within this chapter, it will also permeate the entire text as a fundamental aspect of event marketing. E-marketing for many event specialists is just marketing, the “e” being a tautology. Those who are involved in marketing events will find e-marketing to be something that by necessity they will be doing. That is why we need to focus upon it. It is established practice, and very much the norm.

Particularly when resources are limited, the Internet and the social networks within may represent all that is being accomplished to market an event. On the ...